Who are Europe’s Super Influencers?

Meet the Uploaders, Europe’s most important influencers. They post comments on websites, share their opinion on social media, review products online and they are among the top 13% income group. These factors make the Uploaders incredibly valuable for marketers. Who are they? The answer might surprise you.

Who are Europe’s Super Influencers?

There are 8.6 million Affluent Uploaders* in Europe**. Their active online behaviour might trick you into thinking Uploaders are mainly Millennials, but the opposite is true – 7 out of 10 Uploaders are non-millennials.

Affluent Uploaders in Europe

These elite online influencers like to keep themselves informed. They are not only heavy online contributors and users; they also consume more (international) media via TV and Print than non-uploaders. Uploaders like to keep in touch with the world by getting inspired by other cultures. Uploaders make twice as many international air trips (4 international air trips in the past 12 months) as the non-uploaders (2 international air trips in the past 12 months). 

Europe Affluents Uploaders & Media

*Affluent Uploaders definition: Uploaders: Time Spent Yesterday contributing any kind of content to the internet (like blog entries, comments, tags, or uploading of pictures), >15 minutes. Non-Uploaders: Time Spent Yesterday contributing any kind of content to the internet (like blog entries, comments, tags, or uploading of pictures), none. Millennials: age 21-34. Non-Millennials: age 35-74
**Based on the 21 countries in Europe where the Ipsos Affluent Survey is measured: Austria, Belgium, Denmark, Germany, France, Finland, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, Turkey, United Kingdom, Czech Republic, Hungary, Poland, Russia.

The Affluent database represents 52.2 million Affluent Europeans. The universe accounts for the Top 13% of all adults, within the 18+ age group. The European top 13% are defined as main income earners within the top 20% households in each of the 21 survey countries, measured by household income. N=27,751. Fieldwork period 12th of January 2015 - 20th of December 2015

Consumer & Shopper